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National Newsagent March 2012
45
SHOPFOCUS
SNAPSHOT
Jo Golebiowski has been a newsagent at Walters Road
Blacktown for nine years. Located in a small neighbourhood
shopping precinct of only six shops, Jo depends on local
trade in a working class area for his business.
“I know my customers; I know what they
will buy and how much they will spend,”
Jo says. He is, however, willing to try new
things and is looking at expanding his
convenience offer.
Working with Brad Suffolk from
Campbells Wholesale, Jo is examining
what products to put in, at what price.
Convenience products in a newsagency will
inevitably be a little higher priced than the
supermarket; consumers expect that and
are prepared to pay for the convenience—
but not too much more. If products are well
priced then customers will return.
Brad says that convenience retailers in
the newsagency category could expect to
have an average margin of around 33%,
ranging from 40–50% for grocery items and
100% on confectionery.
Jo says “Little fish are sweet,” and says
he would keep the prices down as much as
possible because his customers are careful
with their money.
Campbells Wholesale offers newsagents
planograms and advice on a small range to
suit the local demographic.
“You have to have an offer to compliment
your customers, rotate the lines and ask
customers what they want as well,” Brad
explained.
Jo said his $2 bargain table works well
and customers coming in to buy a paper
often pick up some other item. “ T hey start
looking around instead of grabbing a paper
and rushing out,” he explained. “ I think we
can do that with convenience items.”
“ I have noticed that since I have given
up the News Limited delivery round I
have more customers coming in to buy
papers and they are a lot friendlier—they
don’t have to be cranky about late or wet
papers!”
Another thing making Jo happy is
his POS Solutions point-of-sale system,
installed 15 months ago. ” It’s fantastic—
we have halved the number of magazines
and magazine sales have increased slightly
since Christmas.”
Up to now, Jo’s customers mostly
purchased lotto (first and foremost), a
newspaper or magazine but Jo hopes to
expand their purchase by adding in new
products.
National Newsagent will report back
on how the convenience offer goes at
Walters Road Newsagency.
Jo Golebioski and his daughter Leanne work
together at the Walters Road Newsagency.